Your ads are taking credit for deficiency work your ServiceTrade inspections already won
Google Ads says the campaign is producing, but when you open ServiceTrade, a lot of the accepted quotes are deficiency repairs at buildings you already inspect. Meanwhile the ad that brought in a new property never learns the contract was signed. We carry the click into ServiceTrade and report accepted quotes back to Google Ads and Meta from its own records, with deficiency revenue tagged separately.
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ServiceTrade · what breaks
What goes wrong when ServiceTrade runs the back office
- 01
"Google counts leads that turn out to be customers we already service."
Your form and call conversions fire on anyone who contacts you, including the property manager booking this year's sprinkler inspection. Smart Bidding learns to chase people who were never going anywhere else.
- 02
"The signed contract never makes it back to the ad."
The real win happens days or weeks later, when a quote moves to accepted inside ServiceTrade or a proposal syncs over from SalesManager. Nothing on your website sees that moment, so Google Ads optimizes on form fills instead of signed work.
- 03
"Deficiency repairs make our ads look better than they are."
A technician tags a failed backflow preventer or a dead condenser fan, the office quotes it, the customer approves. Your inspection contract earned that revenue, not your ads, yet a revenue import that ignores the difference inflates return on ad spend.
- 04
"We can't tell which campaign landed the multi-site account."
Commercial deals take a facilities director, a regional manager and a purchasing office. By the time the company and locations exist in ServiceTrade, the original click is gone unless someone saved it on the record, so the campaign that won a six-building account gets no more budget than one that won nothing.
ServiceTrade · the fix
What changes after the fix — ServiceTrade
Bidding learns from accepted quotes
Google Ads and Meta receive the accepted quote, valued from ServiceTrade's own quote total, so campaigns that bring in signed commercial work get the budget.
New-account revenue reported on its own
Quotes tied to deficiencies found on your own jobs are tagged and held out of acquisition, so return on ad spend reflects work your ads actually won.
Every new property traced to a click
The click ID travels from the first form or tracked call onto the ServiceTrade company and location, so you can see which keyword landed which building.
ServiceTrade · architecture
What ServiceTrade actually lets you hook into
ServiceTrade's integrations page lists no Google Ads, GA4 or Meta connection (its marketing integrations are Broadly and LeadsNearby), and it documents no booking widget for your website, so tracking is built from its API and automation hooks.
- 1
Webhooks on the core REST API
Documented subscriptions on created, updated or deleted events per entity type, including quotes, jobs, companies and locations. With changesets on, an update carries the old and new value, and quote status is one of the tracked fields. Creating one needs admin permission.
- 2
Quote status and deficiency fields
Quotes carry a status that becomes accepted on approval, a total price, a last-accepted timestamp, a deficiency severity, and links to the jobs where the deficiencies they fix were found.
- 3
Zapier triggers
New Quote, Updated Quote, New Job, New Company and New Location, plus searches by external ID, for accounts that would rather not run webhooks.
- 4
Service Portal
Customers approve quotes and request service through web forms on the portal. These are mostly existing accounts, which is why they get filtered.
- 5
SalesManager handoff
Approved SalesManager proposals sync into ServiceTrade, and SalesManager has its own REST API. We confirm which system should own the accepted-deal event.
ServiceTrade · diagnose
Where ServiceTrade tracking breaks, in the order we check
With ServiceTrade, conversions rarely go missing outright. The usual problem is the wrong ones getting counted.
- 01
Who is filling in your forms
Match a month of form and call conversions to ServiceTrade companies to see how many were existing accounts.
- 02
Whether the click ID reaches ServiceTrade
Submit a test lead from an ad-tagged URL and look for it on the company or quote.
- 03
How quotes get approved
Portal approvals, office approvals and SalesManager syncs reach accepted by different routes, so we test that each one produces a single event.
- 04
Whether deficiency quotes can be told apart
Check that deficiency links or tags are filled in reliably before relying on them as the filter.
- 05
Duplicates and timing
A quote updated five times must convert once, and the Google Ads conversion window, 90 days at most, has to cover the gap between the first click and the accepted quote.
ServiceTrade · prove
The QA evidence — ServiceTrade
Tested on real records in your ServiceTrade account, not on a sandbox quote nobody would sign.
Source of truth
ServiceTrade quote records: accepted quotes by date, with total price, customer company, location and any linked deficiency jobs
- One test lead from an ad-tagged URL, with the click ID confirmed on the ServiceTrade record.
- One quote approved through the Service Portal producing exactly one conversion in Google Ads.
- A deficiency quote approved at an existing location confirmed absent from acquisition conversions.
- Conversion value matched to the ServiceTrade quote total.
- A canceled job reflected as an adjustment where the platform supports it.
- Accepted new-account quotes reconciled one by one against Google Ads and Meta over a closed month.
- The same check repeated 30 days later.
ServiceTrade · free audit
What we check in the free audit
- Who is filling in your forms
- Whether the click ID reaches ServiceTrade
- How quotes get approved
- Whether deficiency quotes can be told apart
- Duplicates and timing
Checked against
ServiceTrade quote records: accepted quotes by date, with total price, customer company, location and any linked deficiency jobs
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ServiceTrade · when not to buy
When you don't need this on ServiceTrade
Plenty of ServiceTrade shops shouldn't pay us anything.
- If you don't run paid ads and new accounts come from GC relationships, bid boards or referrals, there's nothing for an ad platform to learn.
- If nearly all your revenue is inspection renewals and deficiency work at buildings you already cover, retention reporting inside ServiceTrade tells you more than ad attribution.
- If you get a handful of new-property leads a month, a spreadsheet matching calls to ServiceTrade companies may be enough.
- If your quotes are accepted outside ServiceTrade and never marked there, fix that office habit first, because there's no reliable event to send.
ServiceTrade · what we deliver
The event map on ServiceTrade
Website lead or tracked call
Captured on your site with the click ID, before anything exists in ServiceTrade.
New company or location created
The qualified-lead signal, sent only when the record is genuinely new to your account.
Quote submitted
A pipeline signal for reporting, with the quote total attached but not used for bidding.
Quote accepted on a new account
The primary conversion, valued from the quote total and dated when ServiceTrade marks it accepted.
First job completed or invoiced
Confirms the work happened; canceled jobs are reported back as adjustments where the platform allows it.
Excluded on purpose
Deficiency quotes, portal service requests, recurring inspection jobs and renewals at existing locations stay out of ad conversions.
Written guarantee
95%+ tracking accuracy
Measured against ServiceTrade quote records: accepted quotes by date, with total price, customer company, location and any linked deficiency jobs. Miss it and we keep working at no cost.
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FAQ
ServiceTrade questions, answered
Not directly. ServiceTrade lists no Google Ads, GA4 or Meta integration, so accepted quotes reach the ad platforms through its webhooks or Zapier, then a server-side offline conversion import.
Yes, if the ad click ID or the lead's contact details were saved when the lead came in. Google's offline conversion import matches the accepted quote back to the click, valued at the quote total.
ServiceTrade quotes carry a deficiency severity and link to the jobs where the deficiencies they fix were found, so quotes created from your own inspections can be filtered out before anything is sent. We check that your office fills those links in consistently.
Yes. The first accepted inspection agreement on a new property is the conversion, and the recurring inspection jobs that follow are excluded so one win isn't counted every quarter.
Usually not. The portal is used by customers you already service, so their requests are excluded from ad conversions unless the location turns out to be new.
Approved SalesManager proposals sync into ServiceTrade, so the accepted record still lands there. We decide during the audit whether the event fires from SalesManager's API or from ServiceTrade.
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Find out which ads win new ServiceTrade accounts
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